“Twitter has developed deep partnerships with premium video publishers, such as Bloomberg, NFL, ESPN, NBCUniversal and BuzzFeed and innovated high-engagement video ads to feature alongside that premium video content,” Peart said.
In its Q4 earnings report, the company cited the strength of its newer video ad formats—like Video Website Card, in-stream pre-roll and First View ads—which have kept video its fastest-growing ad format.
“Advertisers are investing in the innovative video ad products that Twitter offers which are highly engaging when appearing alongside major headline and sporting event video,” Peart said.
But user growth is not keeping pace with revenues.
Twitter is still struggling to its grow its monthly active users (MAU), which we expect will remain flat through 2022.
The company has resolved to shift away from this measurement, instead focusing on its monetizable daily active users (mDAU), or its users who log in at least once a day via an ad-supported app or browser. In a letter to shareholders, Twitter said reporting mDAU will allow the company to focus on “delivering value to people on Twitter every day and monetizing that usage.”